Japan Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Japan Beauty and Personal Care Products Market is segmented by Type (Personal Care Products, Cosmetics/Make-up Products), by Category (Premium Products and Mass Products) and Distribution Channel ( Specialist Retail Stores Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels and Others). The report offers market size and forecasts for Japan Beauty and Personal Care Products in value (USD million) for all the above segments.

Market Snapshot

japan cosmetics products market overview
Study Period: 2016-2027
Base Year: 2021
CAGR: 3.5 %
japan cosmetics products market key players

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Market Overview

The Japan beauty and personal care products market is projected to grow at a CAGR of 3.5% during the forecast period.

The COVID-19 panademic brought it with it months of lockdown and strict government restrictions. This left people with no choice but to stay at home, which in turn reduced the frequency of women wearing make up. Various studies have depicted that around 30% of women population decreased the use of make-up as a result of not being able to go out frequently and more than 50% of them didn't wear any make-up because of the regular use of safety masks. Elsewhere, the demand for skincare products increased as people has time to take care of themselves and rejuvinate their skin.

Japan is one of the largest markets for cosmetic and personal care products across the globe. Japanese consumers are extremely sophisticated and well informed regarding the chemical formulations in hair products. Natural ingredients and organic formulations are witnessing high demand in the market, which is driving key manufacturers to launch products with natural/clean product labels.

Popular items for Japanese consumers are high-performance products, quick-acting skincare products, and crossover products with multi-appeal attributes. Japanese consumers have the highest per capita expenditure on cosmetics including skin care products which in turn is boosting the growth of beauty and personal care market in the country.

Scope of the Report

Japanese beauty and personal care market forms a large market globally, catering to a variety of skincare and cosmetics products. The market is segmented based on product type, category, and distribution channel. The segmentation based on product type includes personal care market and cosmetics/make-up products. The personal care market is further segmented to facial care, lip care, and body care and by cosmetics and make-up, the scope includes facial make-up products, eye-makeup products, lip and nail make-up products, and hair styling products. By category, the market is segmented as premium products and mass products. The segmentation by distribution channels include specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and others.

By Product Type
Personal Care
Hair Care
Skin Care
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower
Shower Gels
Oral Care
Mouthwashes and Rinses
Men's Grooming Products
Deodrants and Antiperspirants
Beauty & Make-up / Cosmetics
Colour Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Hair styling and colouring products
By Category
Premium Skin Care Products
Mass Skin Care Products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels

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Key Market Trends

Rising Demand for Natural Cosmetics and Skincare Products

The demand for natural skincare products have increased significantly since the past few years in Japan. The growing interest of consumers towards the use of natural ingredients in cosmetics and skincare product has led to various product innovations. The benefits that these natural ingredients have been recognised and utilized to cater to changing customer demands. Companies like Unilever, Shiseido, and many others are functional with their prompt research and development to create new products for customers. In 2021, Shiseido introduced a sustainable skincare brand namely, Baum in Japan. the company suggested that 90% of the formula for the products of this brand were derived from the tree.

japan cosmetics products market trends

Pharmacy/ Drug Stores is the Fastest Growing Distribution Channel

Pharmacy and drug stores are the key distribution channels for cosmetic products owing to economic and professional benefits, such as large profit margins and penetrating the consumer’s perspective towards good product availability at such stores. The cosmetic companies in the country are channelizing their products with pharmacies to empower the strong distribution through this channel, which is likely to boost the market growth over the forecast period. Companies like CANMAKE, Biore UV, Shiseido, and many other have their products available in drug stores, all over the country. 

japan cosmetics products market Analysis

Competitive Landscape

The Beauty and Personal Care Market in Japan is a highly competitive market. The market is fragmented which is led by numerous global as well as local players. The major players such as Shiseido company, Mandom Corporation, Loreal, Procter and Gamble, Unilever and others are actively driving the market in the nation with their constant efforts in providing consumers with their innovative products. The strategies adopted by active companies include product launches followed by acquiring small players to so as to hold a major share in the country.

Recent Development

In 2021, Unilever and Kao Corporation collaborated to launch a recycling program to help the cause of creating a circlular economy for plastics packaging in Japan. The companies collected old plastics bottles to recycle and form new ones for packaging.

In 2021, Kao Corporation, through its subsidiary Kao Salon Japan, launched its prestige hair salon brand namely, Oribe in Japan. The brand consists of 23 product line-ups which were made widely available in Japan.

In 2020, Otsuka Pharmaceutical Factory Inc. launched a total oral care product namely, HINORA in Japan. This product was launched in two forms viz., the oral care gel or toothpaste and oral cosmetic or the moisturising gel.

Table of Contents


    1. 1.1 Study Assumptions and Market Definitions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioners

          3. Others

        2. Skin Care

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

        3. Bath and Shower

          1. Shower Gels

          2. Soaps

          3. Others

        4. Oral Care

          1. Toothbrushes

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Others

        5. Men's Grooming Products

        6. Deodrants and Antiperspirants

      2. 5.1.2 Beauty & Make-up / Cosmetics

        1. Colour Cosmetics

          1. Facial Make-up Products

          2. Eye Make-up Products

          3. Lip and Nail Make-up Products

          4. Hair styling and colouring products

    2. 5.2 By Category

      1. 5.2.1 Premium Skin Care Products

      2. 5.2.2 Mass Skin Care Products

    3. 5.3 By Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Channels

      6. 5.3.6 Others


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Unilever PLC

      2. 6.4.2 Procter & Gamble Co

      3. 6.4.3 Kao Corporation

      4. 6.4.4 Mandom Corporation

      5. 6.4.5 Lion Corporation

      6. 6.4.6 Shiseido Company

      7. 6.4.7 L'Oreal S.A.

      8. 6.4.8 A S Watson Group

      9. 6.4.9 SK-II

      10. 6.4.10 Makanai

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Japan Beauty and Personal Care Products Market market is studied from 2016 - 2027.

The Japan Beauty and Personal Care Products Market is growing at a CAGR of 3.5% over the next 5 years.

Shiseido Company, Mandom Corporation, PROCTER & GAMBLE, Unilever PLC, L'Oreal S.A. are the major companies operating in Japan Beauty and Personal Care Products Market.

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